Rapidly and efficiently create scalable, high-quality Performance PMax creative materials with fonts, colours, and pictures that are unique to your brand.
Search and Performance Max are the Ads Power Pairing
In order to assist advertisers in quickly creating high-quality Performance Max creative assets at scale for campaigns across marketing channels, Google unveiled new AI-powered tools. Several announcements were made at Google Marketing Live 2024 today, including this one.
What’s fresh. The Performance Max platform has been upgraded to include:
Creative production speeds can be accelerated by up to five times using generative AI capabilities.
Ads have the option to use brand typefaces, colours, and graphics as guidelines.
Features for modifying images that let you to crop and resize them, add objects, and extend backgrounds.
The capability to automatically display product feeds in AI-generated content for retailers.
Additional capabilities for controls and reporting:
YouTube video placement reporting and exclusions.
You may view conversion metrics for any creative asset using asset level reporting.
The overall picture. Google is using generative AI to help automate and streamline labor-intensive production processes, as a diverse range of creative assets becomes increasingly important for excellent ad performance.
What is being said by Google: As stated by Google:
“The average increase in conversions for advertisers who raise their Performance Max Ad strength to Excellent is 6%.”
in actuality. Google tests show that Event Tickets Centre, an early beta tester, was able to use Performance Max’s AI asset generation tools to increase creative production by a factor of five.
in between the words. Although speed is important, Google also understands that brand consistency is important, which is why it has added additional editing tools and branding guidelines.
Why it matters to us. Although more people are using Performance Max now than a year ago, search marketers have been complaining a lot about the AI-generated advertising.
The fact that this is being worked on and that there will be quicker methods for uploading creatives and adding their branding to the campaigns will please advertisers.